Tag Archives: SteveConway

Marketing goods and services is a complicated business, but it’s never more challenging than in the healthcare industry. In addition to applying similar advertising methods that you would to other consumer products, you also need to demonstrate an awareness and education of your particular industry so that patients trust your expertise.

If you’re looking for ways to market your healthcare organization, you probably already know that this industry comes with its own set of unique challenges and pitfalls. To help you develop the right approach, here are five common marketing strategies for healthcare organizations and how you can implement them.

Internal Marketing

Internal marketing means advertising your organization to people who already know you, including patients, clients, and others that can be reached through word of mouth. Strategies include showcasing testimonials, accepting referrals and offering additional services to past or present patients. Internal marketing can be effective, but it does have certain limitations.

External Marketing

External marketing is an umbrella term referring to all the ways your organization acquires new clients. Media advertising that appears in magazines, healthcare publications, TV, radio and billboards is all part of this strategy. Due to budget requirements in healthcare industries, there is little margin for error with external marketing, so it’s important to use all the free resources you can to help reach new patients. Adobe Spark provides free software that allows users to create marketing materials quickly and easily with no design skills or knowledge required.

Referral Marketing

This strategy involves other professional sources, such dentists, doctors and other practitioners referring patients to your care. Referral marketing will provide the most reliable return on investment, providing your organization is well regarded in your field. However, this approach won’t be successful unless you have an ongoing strategy to preserve and grow your referrals written into your business plan.

Internet Marketing

Internet marketing is an invaluable advertising tool in the modern world, and it’s not one you can afford to forgo. As well as having a professional website, you should also offer a patient portal and mobile apps that make communication easier and more convenient four prospective clients.

To make the most of everything Internet has to offer, your organization can use strategies like pay-per-click advertising, search engine optimization and traffic analytics. Just bear in mind that however desperate you are to keep your costs down, Internet marketing is one area that it pays to invest in, and the results you’ll see from a professional agency aren’t easy to engineer yourself.

Publicity Marketing

Generating publicity and free press exposure in your field should play a vital part in your marketing strategy. You should be willing to take part in any newspaper, TV or radio interviews that are offered to you, and be prepared to feature on popular healthcare blogs and websites.

Keep in mind, however, that free publicity is a bit of a misnomer. If you want to maximize your chances of exposure, you should consider hiring a professional publicist who will take the hard work out the process and make sure you see results.

Steve Conway is a content marketing professional and inbound marketing expert. Previously, Steve worked as a marketing manager for a tech software start-up. He is passionate about discovering new software that will that will advance his already well-honed digital marketing techniques.

Chris' Master Degree Thesis Spiral of Silence: Caregiving, Stress and its Impact in the Workplace was accepted by the faculty at Gonzaga University in May of 2016 earning an MA Degree in Communication and Leadership. Email me at chris@thepurplejacket.com for information on the financial impact of caregiving. Proud to be an Alumni of Gonzaga University 2016

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Our Three Part Caregiving Story…

Nominated for a Pulitzer Prize in 2015, Our Caregiving Story "In Sickness and In Health: A Couple's Final Journey" written by Diane Lade and photgraphed by Carline Jean from The South Florida Sun-Sentinel. Click on the photo to be taken to the original story. Photo Credit Carline Jean/Sun-Sentinel

Story 2: "Life After Death: Couple's Story Sparks Change." Click on the photo to be taken to the second story. Photo Credit Carline Jean Sun-Sentinel

Story #3 "Saying Goodbye" Click on the photo to be taken to our final story. Photo Credit Carline Jean/Sun-Sentinel

Affectionately known as “The Bow Tie Guy” in many caregiving circles, the story of Chris MacLellan and his partner, Richard Schiffer was chronicled in a 2015 Pulitzer Prize nominated story “In Sickness and In Health: A Couple’s Final Journey” about their journey of caregiving. The story told of the challenges that LGBT partners have in dealing with the medical and legal system, but it also told of the love and joy that Richard’s last years had on their relationship. Out of this experience Chris has written a powerful and compelling book “What’s The Deal With Caregiving” that informs caregivers on how to deal with the challenges that they will encounter, regardless of sexual orientation, family situation or age. Chris’ soothing style is conveyed through his caregiving blog, The Purple Jacket and podcast entitled Healing Ties where he connects with caregivers and industry experts around the globe through story sharing while providing timely tips for family caregivers. Chris’ Master's Degree thesis entitled, “Spiral of Silence: Caregiving, Stress and its Impact in the Workplace” was accepted by the faculty at Gonzaga University, where Chris earned a Master’s degree in Leadership and Communication. Chris is the founder of The Whole Care Network and presents regularly on topics that impact family caregivers.